隨著資訊搜集整合技術的發展，消費者在網路商店購物時面臨的問題，不再是可行方案不足，而是資訊超載的情況，使得消費者必須花費高度的心力於資訊的過濾而造成處理成本大幅增加。因此，為解決資訊搜尋的問題，有學者提出建構具有資訊過濾機制的推薦系統，以有效降低消費者的搜尋成本，尤其網路商店可以利用推薦系統進行大量的消費者個人偏好設定或商品推薦，比傳統商店更適合進行個人化服務。
然而網路商店的推薦系統所推薦的商品，要讓消費者有意願購買才能真正達到行銷的目的，因此，本研究以推敲可能性模式和社會影響力二項理論為基礎，從推薦資訊中找出可能影響網路商店推薦商品購買意願的因素。經由實驗法針對書籍和電影二項商品進行模式的驗證後發現，消費者購買推薦商品的意願會受到對購買推薦商品的態度及資訊性影響程度的影響，推薦商品的類型及網路評價會影響消費者對購買推薦商品的態度、資訊性影響認知和規範性影響認知，而且推薦方式不同也會影響到消費者對於資訊性影響的認知。
本研究的研究成果除了提供研究學者進行商品推薦相關研究時參考的依據，網站的管理者也能經由對推薦方式、商品類型和網路評價影響效果的瞭解，進行推薦系統的設計或推薦策略的擬定，以提高顧客的購買意願。

The rapid increase of available products and information on the Internet has created new problems for consumers. In stead of not having adequate alternatives, consumers have to spend a lot of effort in filtering and processing information. Overcoming information overload becomes a key issue for information search. As a result, information filtering and product recommendation become increasingly popular among on-line stores. These e-stores can collect user preference and use the information for product recommendation and personalized services.
The purpose of recommendation systems is to increase consumers’ purchase intentions, which may be affected by many factors. The objective of this study is to investigate factors that may affect the purchase intention of consumers. More specifically, the research adopts two theories, the elaboration likelihood model and the social influence theory, to build a research framework. We assume that the recommendation message affect consumer attitudes and intention through information and social influences. A laboratory experiment was conducted that use books and movies as two products to test the theory. The results indicate that purchase intention was affected by the attitude toward the recommended product and informational influence. The attitude toward the recommended product, informational influence, and normative social influence were affected by the type of the products and web comments on the product. Different recommendation approaches also affected consumers’ perception of informational influence.
The contribution of the research is two folds. First, we develop a theory that can be used to interpret the effect of different factors in the recommendation process. Second, the results have explored much insight into how product recommendation affects consumer attitude and purchase intention and can also be used in designing recommendation systems.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 5
第四節 研究流程 5
第五節 論文架構 7
第貳章 文獻探討 8
第一節 推薦系統的技術與分類 8
第二節 資訊系統的成功 11
第三節 消費者態度的形成與改變 13
第四節 推敲可能性模式 16
第五節 社會影響理論 22
第六節 推薦資訊的內容 24
第參章 研究架構與方法 33
第一節 研究架構 33
第二節 研究假說 36
第三節 變數的操作性定義與測量 40
第四節 實驗設計 49
第五節 前測分析 55
第六節 資料分析方法 56
第肆章 資料分析 57
第一節 樣本基本資料 57
第二節 信度與效度檢測 60
第三節 敘述統計分析 61
第四節 假說檢定與討論 63
第伍章 結論 80
第一節 研究結論 80
第二節 研究貢獻 81
第三節 研究限制與未來研究方向 83
參考文獻 84
附錄
附錄一 協同式推薦與內容分析推薦的推薦程序比較 97
附錄二 實驗問卷 100
附錄三 推薦商品項目列表 103
附錄四 實驗與工作任務說明 107
附錄五 實驗網站部分功能畫面 108

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